Joie of Seating Returns as NSS Sponsor in ‘07

Lexington, NC The Joie of Seating of Concord, NC, has once again pledged their support of the annual North-South Shootout™. The company’s involvement in the contingency program has helped promoter C&C Racing Promotions provide innovative safety products to the competitors of the prestigious racing event since 2005. This year, as the North-South Shootout™ celebrates its fifth anniversary, the Joie of Seating has increased their involvement to offer further protection to the drivers.

“We always get a good response from the North-South Shootout event,” said General Manager Joe Pelham. “More and more of the teams are using our stuff, which is good for us. But what is even more significant is that the drivers are paying attention to safety.”

Leading up to the race, scheduled for November 2&3, 2007, the Joie of Seating will present coupons valued at $200 to the qualifying race winners in the Modified, SK-Type Modified, and Supermodified divisions. An aggressive schedule of qualifying races was established in cooperation with top race promoters on the east coast. A total of nine (9) guaranteed starting spots will be made available through qualifiers for the headlining Modifieds, including five (5) for the Northern Modified competitors and four (4) for their southern counterparts. Five events are slated for the SK-Type Modifieds and seven (7) for the Supermodifieds. The winning car owner of each designated qualifying race is awarded a guaranteed starting spot in their respective divisions.

“Hopefully by supporting the qualifying races we will get the opportunity to work with some of the southern teams,” said Pelham. “Right now only a few of the southern mod teams are utilizing our products. Our goal is to make those teams and drivers more aware of the importance of driver comfort and safety.”

On race weekend, the winners of the Modified, SK-type Modified and Supermodified main events will each receive coupons worth $250 off any purchase at the Joie of Seating. The 7th and 11th place finishers in both the Modified and SK-type Modified main events will also receive discount coupons valued at $200. The Joie of Seating will also present coupons worth $200 off any purchase to the last place finishers in the Modified, SK-type Modified, and Supermodified main events.

Founded by New England native Randy LaJoie, the Joie of Seating has gained prominence in all levels of stock car racing for their innovations in safety technology. The North Carolina Motorsports Association presented Randy LaJoie with their 2007 Industry Safety Innovation award for his work in helping to improve auto racing safety with the racecar seats designed and manufactured by The Joie of Seating.

Using LaJoie’s patented “Seat Sizing Fixture”, the custom fitted seats made by The Joie of Seating are leading the way in high performance racing seats. The Joie of Seating offers a complete product line that will suit the needs of most racing applications from the local racer to the ranks of Nextel Cup. To learn more about the lightweight, durable, comfortable and super safe products and services offered by the Joie of Seating visit

The Joie of Seating safety innovations will be found in the cockpit of many of the cars competing in this year’s North-South Shootout™ as well as in race cars across the country. Former race competitors currently utilizing LaJoie seats include Ted Christopher, Bob Park, Ricky Kluth, Eric Beers, Todd Szegedy, and Chuck Hossfeld. SK-type Modified competitors Tom Fox, Mike Holdridge, Woody Pitkat, Keith Rocco and Ronnie Silk rely on the safety provided by the Joie of Seating.

Kasey Kahne, Elliott Sadler, Bill Elliott, and Michael Waltrip are among the Nextel Cup drivers who trust the LaJoie seat. In the Busch Series, LaJoie seats can be found in the cars driven by Johnny Sauter, Joe Nemechek, Reed Sorenson, Tim Fedewa, Jason Keller and others. Top Craftsman Truck Series drivers like Ted Musgrave, Todd Bodine, Johnny Benson, and Kevin Harvick entrust their safety to the Joie of Seating. Other notable Joie of Seating customers include World of Outlaw hot-shoes Sammy Swindell, Dale Blaney, and Craig Dollansky as well as ARCA King Frank Kimmell and Hooters Pro Cup legend Bobby Gill. For a comprehensive look at drivers who utilize the Joie of Seating, log on to

“As the North-South Shootout continues to grow we want to grow with it,” said Pelham. “C&C Racing does a great job of promoting the event. We are now in our third year as a contingency sponsor and we hope to be a part of it for years to come.”

The independently owned and operated North-South Shootout™ is a throwback event of sorts with drivers from various tracks and racing organizations joining together for a weekend of racing excitement. In 2007, the 5th annual North-South Shootout™ will be held on November 2&3rd at the famed tri-oval of Concord Motorsports Park in Concord, NC, and will feature a 100-lap Modified race starring the best Modified drivers from both north and south of the Mason-Dixon Line, the 50-lap East-West Supermodified Shootout™ showcasing talent from the East Coast, Midwest and West Coast and Canada as well as the SK-Type Modifieds and Crate SK-type Modifieds made popular in the Northeast. Two divisions of authentic vintage racing round out the impressive racing program.

Tickets for this great racing event are now on sale. For more information log on to or call (336) 249-3759.

July 2007
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